Can we be relevant again with bored teens?
Nickelodeon Universe is the indoor theme park at Mall of America and helps draw over 40 million visitors a year — more than the entire city of Las Vegas does. But even with some exciting new rides, the numbers of the profitable teen audience — and their chauffeurs, aka parents —were in decline. We knew teens were always looking for experiences to share socially, so we needed to give them a good reason to hit the mall again by demonstrating the amped-up intensity and memorability of the new rides. Enter the anti-hero Scream Collector — a screamologist grumpily working in his lab high above the mall with his interns, collecting the screams of thrill-seeking teens. And a new media strategy allowing teens to instantly upload ride screams to digital billboards and social feeds.
Nickelodeon Universe | “Scream Collector”
Nickelodeon Universe | “Intern” :30
Nickelodeon Universe | “Intern Recruitment Video”
Nickelodeon Universe | “Scream Collector” Radio :30
increase in revenue over the prior year
Scream Chaser passes were sold in 2 months, a Nick Universe record
Facebook fan base grew by 13% in the first 10 days